Morehead State University
Grade Level at Time of Presentation
Senior
Institution 23-24
Morehead State University
KY House District #
74- David Hale
KY Senate District #
6th- Andy Barr
Faculty Advisor/ Mentor
Dr. Steve Chen, PhD
Department
Management and Marketing
Abstract
Since athletic programs are often viewed as the front porch of the higher education institutions, recruiting talented student-athletes is vital and challenging task under the unreasonable demand of high performance, limited and decreasing budget, and dwindling student enrollment. Additionally, the increasing use of Name, Image, and Likeness (NIL) deals and transfer portal across the nation have made administrators and coaches worried about their effect on recruitment and program retention. These practices make the recruiting process even more competitive. Through the responses of 106 student-athletes of a regional state university in Eastern Kentucky, the researchers identified respondents’ perception concerning these newly introduced practices, and key elements for searching an ideal institution and deciding to enroll. More than 60% of the respondents selected their destination from three to four choices. Over 94% of individuals were satisfied with their enrollment decision. Although the NIL deals might be an enticing factor to impact respondents’ enrollment decision, financial affordability, relationship with the university’s coaching staff, and location were still more important determinants for making enrollment choices. Respondents’ understanding of institution’s information were heavily relied on word-of-mouth communication and internet search. The findings of the project have direct implications on how athletic departments should focus on relationship-building and online advertising to interact with potential recruits. These practices may attract a lot of media attention, they should not drastically change the recruiting landscape and fundamental practices of recruiting.
Included in
Advertising and Promotion Management Commons, Education Economics Commons, Secondary Education Commons, University Extension Commons
Athletic Recruitment Analysis in Higher Education
Since athletic programs are often viewed as the front porch of the higher education institutions, recruiting talented student-athletes is vital and challenging task under the unreasonable demand of high performance, limited and decreasing budget, and dwindling student enrollment. Additionally, the increasing use of Name, Image, and Likeness (NIL) deals and transfer portal across the nation have made administrators and coaches worried about their effect on recruitment and program retention. These practices make the recruiting process even more competitive. Through the responses of 106 student-athletes of a regional state university in Eastern Kentucky, the researchers identified respondents’ perception concerning these newly introduced practices, and key elements for searching an ideal institution and deciding to enroll. More than 60% of the respondents selected their destination from three to four choices. Over 94% of individuals were satisfied with their enrollment decision. Although the NIL deals might be an enticing factor to impact respondents’ enrollment decision, financial affordability, relationship with the university’s coaching staff, and location were still more important determinants for making enrollment choices. Respondents’ understanding of institution’s information were heavily relied on word-of-mouth communication and internet search. The findings of the project have direct implications on how athletic departments should focus on relationship-building and online advertising to interact with potential recruits. These practices may attract a lot of media attention, they should not drastically change the recruiting landscape and fundamental practices of recruiting.